The Sunday Times – Fashion Royalty – Michelle
Award: Graphite Pencil
Graphite Pencil / Art Direction / Art Direction for Digital Marketing / 2014
To announce ‘The Sunday Times Best Dressed List’ winner, we crowned a brand new queen of fashion. Instead of announcing it in a big, overly extravagant way, we went small (25x20mm to be precise). We made a 1st class stamp then posted it. Within hours of being online it had circumnavigated the globe, become a collectors item & received approval from the worlds press. Circulation went from 50,000 paper copies sold in the UK, to over 5.5 million views around the world, momentarily becoming the most-shared image of Michelle Obama. All with a media spend of less than the price of a 2nd class stamp.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.